DAVE SIFRY: Searchlight For the Blogosphere

DAVE SIFRY

If Google is the web's reference library, Technorati is becoming its coffeehouse, where people go to find out what's being said and by whom. Rather than send you to Madonna's website if you punch her name into its search box, Technorati tells you the latest buzz about her career--and her adoption saga. "We look at the world in a different way from Google," says CEO Dave Sifry. "We're not a library. We're the world's biggest conversation stream, with millions of people talking."

To become a player in the search world, Technorati focused on the growing blogosphere, which it defines as more...